MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01934cam a2200337 i 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20221101183207.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
050928s2006 enka 001 0 eng d |
| 011 ## - LINKING LIBRARY OF CONGRESS CONTROL NUMBER [OBSOLETE] |
|---|
| Local cataloguing issues note |
BIB MATCHES WORLDCAT |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1844801608 |
| Qualifying information |
pbk. |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781844801602 |
| Qualifying information |
pbk. |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)61729843 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
OCoLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Modifying agency |
ATU |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659.1 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Yeshin, Tony, |
| Relator term |
author. |
| 9 (RLIN) |
1055071 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising / |
| Statement of responsibility, etc. |
Tony Yeshin. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
London : |
| Name of producer, publisher, distributor, manufacturer |
Thomson Learning, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2006. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxvii, 465 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
26 cm |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Media type code |
n |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Carrier type code |
nc |
| Source |
rdacarrier |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Miscellaneous information |
Ch. 1. |
| Title |
The advertising context -- |
| Miscellaneous information |
Ch. 2. |
| Title |
The theoretical background to advertising : how advertising works -- |
| Miscellaneous information |
Ch. 3. |
| Title |
The importance of integrated marketing communications (IMC) -- |
| Miscellaneous information |
Ch. 4. |
| Title |
The importance of branding and the advertising contribution -- |
| Miscellaneous information |
Ch. 5. |
| Title |
Agency structures and the client/agency relationship -- |
| Miscellaneous information |
Ch. 6. |
| Title |
Analysing the advertising audience -- |
| Miscellaneous information |
Ch. 7. |
| Title |
The roles of segmentation, targeting and positioning -- |
| Miscellaneous information |
Ch. 8. |
| Title |
The contribution of market research -- |
| Miscellaneous information |
Ch. 9. |
| Title |
Defining advertising objectives and strategy -- |
| Miscellaneous information |
Ch. 10. |
| Title |
Creative strategy and tactics -- |
| Miscellaneous information |
Ch. 11. |
| Title |
Media planning, objectives and strategy -- |
| Miscellaneous information |
Ch. 12. |
| Title |
Other areas of advertising -- |
| Miscellaneous information |
Ch. 13. |
| Title |
The development of international advertising. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
|---|
| Source of description note |
Machine converted from AACR2 source record. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising. |
| 9 (RLIN) |
313421 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Geographic subdivision |
Great Britain |
| 9 (RLIN) |
589208 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising |
| Geographic subdivision |
Europe |
| 9 (RLIN) |
612305 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) |
|---|
| a |
.b11039176 |
| b |
03-10-17 |
| c |
27-10-15 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
|---|
| a |
659.1 YES |
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29-10-15 |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
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659.1 YES |
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| 998 ## - LOCAL CONTROL INFORMATION (RLIN) |
|---|
| -- |
b |
| -- |
c |
| Operator's initials, OID (RLIN) |
06-04-16 |
| Cataloger's initials, CIN (RLIN) |
m |
| First date, FD (RLIN) |
a |
| -- |
eng |
| -- |
enk |
| -- |
0 |
